Feb. 13 2023 08:00 AM

Promotional efforts supported by the national dairy checkoff earned two awards at a recent marketing competition.

The dairy checkoff’s “Reset Yourself with Dairy” social campaign has earned more recognition.

The program was honored twice at the recent Region 4 Best of NAMA (National AgriMarketing Association) banquet. NAMA is considered the premier organization for agri-marketing professionals, with more than 3,500 professional members and college students in the food and fiber industries. Region 4 is one of six NAMA chapters representing Chicago, Wisconsin, southern Illinois, and Indiana.

“Reset Yourself with Dairy” earned first place in NAMA’s “Social Media Campaign Directed at Consumers” category. It also was named “Best of Show” among all “Consumer Audience” entries. This recognition makes “Reset Yourself with Dairy” eligible for NAMA’s national competition in April.

The campaign also made a big splash internationally last September when it earned a best-in-class International Milk Promotions (IMP) Trophy at the International Dairy Federation’s World Dairy Summit 2022 in India. The IMP Trophy competition showcases the best international generic advertising campaigns created in the areas of innovation, nutrition marketing, and marketing communications. It’s been 11 years since a U.S. organization was recognized with an award.

“Reset Yourself with Dairy” was launched by Dairy Management Inc. (DMI) in October of 2021 under the Undeniably Dairy platform. The goal is to create deeper connections with younger audiences where milk consumption has declined over the past decade.

Bringing these audiences back to dairy starts with having a strong understanding of what they want from products and aligning their needs with dairy’s evidence-backed benefits – for personal health and wellness, and for consumers who want products made with care for animals and the planet.

“Reset Yourself with Dairy” uses a variety of media channels and marketing strategies to grow trust and sales, including gaming, social media influencers, and humorous digital content to engage with young consumers in new and relevant ways. Core to the message are dairy’s contributions related to immunity, calmness, energy, and digestive health, which are important to this consumer segment.

You can see “Reset Yourself with Dairy” content at our checkoff website. This content was shared via our Instagram, Facebook, YouTube, TikTok, Twitch, Hulu, Roku, and Vevo channels.

Be sure to share this content on your farm’s social media channels to remind your followers how they can successfully “reset” with dairy!

To learn more about your national dairy checkoff, visit www.usdairy.com/for-farmers or to reach us directly, send an email to TalkToTheCheckoff@dairy.org.

Don Schindler

The author is a Senior Vice President of Digital Initiatives at Dairy Management Inc.